Who offers something similar? Who could offer similar?

What are they producing? Who is it speaking to? How are they positioning themselves?

What are they saying? Who are they engaging with? Who interacts with them? Which platforms are they using?

How are they positioning themselves? What features and benefits are they using? What details about their products?

Who is buying and selling? Acquiring for growth? Use google alerts

Who is hiring? Who is moving roles? Where is experience & industry knowledge going?

So you’ve spotted the gap, now you need to communicate how you’ll fill it. What’s yours differentiation and how do you get that across?

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The words that you choose to use will position yourself and put everything you do into

context. Now my personal opinion is that everything you do is marketing so whether the

words are written, spoken or assumed, make sure they’re consistent.

The words you choose to use are incredibly powerful, before you even consider where they are placed or how they look! Now of course, they will work even harder for you, if they also look visually appealing to your target audiences. Which brings us on to my next point....

At this point, so many business owners would plough into imagining how ‘it’ will look – well my advice is don’t! Take a step backwards and look again at your research. Take colour choices for example; colour is incredibly emotive and subjective. Have a look at what colours your competitors are using – you can decide to either beat them or join them! We all naturally have colour preferences and preconceptions of colours. There are some assumptions though that the majority will leap to. Traditionally for example, in the UK, financial institutes have favoured logos in blues and blacks.

If it isn’t working, accept that, do the research and change it! Rebranding to reposition, when back with the research to support the decisions made, will create a strong and unified position for growth.

Firstly, so you don’t infringe anyone else’s but then to create value. Protect and defend your property, intellectual or otherwise. If the Kit Kat Food Products company had done this back in the 1990’s they would have saved themselves a lot of time and money!